Your first or­der of busi­ness?

Harper’s Bazaar (Malaysia) - - The News -

How has Aigner changed since 1965? Grow­ing up, it was the num­ber one luxury brand in Ger­many. But when I joined six years ago, I asked my­self, would I buy this prod­uct? The an­swer was no. It wasn’t de­sir­able any­more. I brought in a new designer, Chris­tian Beck. We had to change the prod­uct, to make young peo­ple want it again. Also, we in­creased pro­duc­tion in Italy; to­day we are 50 per­cent made in Italy, which is a lot more than oth­ers. So what is Aigner to­day? What are the prod­ucts peo­ple come for? Aigner is first and fore­most a leather life­style brand even though we have other cat­e­gories in­clud­ing ap­parel, watches, and jew­ellery. We are el­e­gant, au­then­tic, and lux­u­ri­ous, not mass or af­ford­able luxury. Our best­seller is the ex­quis­ite Cy­bill bag; we do al­most 50 per­cent of our turnover with it. Is that why you’re do­ing the One- OfOne Cy­bill bags for your 50th? Yes, Chris­tian said let’s do 50 pieces for the an­niver­sary. I said, only 50 for the whole world? And he said yes, we’ll make each one com­plete­lyp y unique, in crocodile and beau­ti­ful skins.s. It took us weeks to find the right skins, and thenen to dye and treat them. Each one has a cus­tom-en­graved plaque in­side. Many ac­ces­sory brands move into ready-to-wear when they want to be big fash­ion play­ers. Will you be do­ing the same?me? When I started in fash­ion 15 years ago,o, ac­ces­sories were com­pletely on the side­line. To­day, fash­ion is ac­ces­sories. You don’t have to just do ap­parel; if you do high qual­ity, rel­e­vant ac­ces­sories, that is also fash­ion. At the end of the day, we are a leather brand and that will al­ways be our fo­cus. One- Of- One Cy­bill bag in crocodile and calf­skin, Aigner

One- Of- One Cy­bill bag in crocodile, Aigner

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